Food Advertising Research

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Food Advertising Research
September 2011
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Background Objectives

• Research is required by the Irish Heart
  Foundation, the National Youth Council of Ireland
  and the Childrens Rights Alliance to access the
  extent to which parents of dependant children
  under the age of 18, are concerned about the TV
  advertising of unhealthy food to children or
  young people.
• This research will enable these organisations to
  inform the Broadcasting Authority of Ireland of
  any desire among parents for a ban on unhealthy
  food advertising targeted at children.

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Research Methodology

• A total of 750 interviews were conducted over 2
  waves of the Red Express by phone using random
  digit dial sample to ensure all households
  including ex-directory and mobile only were
  covered.
• The base of people included in the survey all
  have dependent children under the age of 18.
  These people were fell out of a naturally from a
  nationally representative sample of the
  population aged 18.
• Fieldwork conducted 12th 14th September and
  19th 21th September 2011.
• During this report we have shown significant
  difference as follows
• Higher than average
• Lower than average

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Sample Profile National Survey of Parents of
Dependant Under Age 18
(Base All Parents with dependants -750)
SOCIAL CLASS
REGION
SEX
AGE
18-24
Dublin
ABC1
25-34
Male
Rest of Leinster
35-44
Munster
C2DE
Female
45-54
Conn./ Ulster
F
55-64
65
5
Over 1 in 2 parents are concerned about
advertising unhealthy food to children. Concern
is generally equally expressed by different
groups in society
(Base All Parents -750)
Who are the parents more likely to be concerned Who are the parents more likely to be concerned Who are the parents more likely to be concerned
All parents concerned All parents concerned 54
Gender Male 52
Gender Female 56
Age 18-24 46
Age 25-34 50
Age 35-44 56
Age 45 58
Social class ABC1 55
Social class C2DE 55
Social class F 44
Region Dublin 55
Region ROL 56
Region Monster 53
Region Conn./Ulster 53
Level of concern about advertising unhealthy food
to children
All Parents
Very concerned (5)
54
Quite concerned (4)
Neither (3)
10
Not very concerned (2)
Not at all concerned (1)
Q1 How concerned, if at all, are you about the
advertising on TV of unhealthy foods (snack
foods, sugary breakfast cereals, confectionary,
sugary fizzy drinks) to children and young people
under the age of 18?
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Over 4 in 5 Parents Believe That TV Advertising
To Children Influences Their Food Choices.
(Base All Parents -750)
Who are the parents who believes this strongest Who are the parents who believes this strongest Who are the parents who believes this strongest
TOTAL TOTAL 84
Gender Male 82
Gender Female 85
Age 18-24 83
Age 25-34 78
Age 35-44 86
Age 45 86
Social class ABC1 86
Social class C2DE 84
Social class F 69
Region Dublin 86
Region ROL 85
Region Monster 83
Region Conn./Ulster 82
Extent to which TV advertising to children
influences food choices
All Parents
A lot (4)
84
A little (3)
Not a lot (2)
Not at all (1)
Mean
3.34
Q2. How much, if at all, do you believe that TV
advertising to children and young people under
the age of 18 influences their food choices?
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Over 2 In 5 Parents Are Aware That The BAI Is
Considering Restricting TV Advertising Of
Unhealthy Food To Children.
(Base All Parents -750)
X Demographics X Demographics X Demographics
TOTAL TOTAL 45
Gender Male 49
Gender Female 42
Age 15-24 39
Age 25-34 48
Age 35-44 41
Age 45 50
Social class ABC1 51
Social class C2DE 41
Social class F 38
Region Dublin 45
Region ROL 44
Region Monster 46
Region Conn./Ulster 45
Awareness of likely Advertising restrictions to
children?
Yes
45
55
No
Q3. Are you aware that the Broadcasting Authority
of Ireland is considering restricting advertising
of unhealthy foods to children and young people
on Irish television stations?
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Over 3 In 4 Parents Support To Some Degree A Ban
On TV Advertising To Children
(Base All Parents -750)
Agreement with statements in relation to
Advertising Restrictions to Children?

A ban on advertising unhealthy foods up until 9pm
A total bad on advertising of unhealthy foods
No ban at all
Other
Q4. Which, if any action, would you be in favour
of to control the advertisement of unhealthy
foods to children on TV? ?
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Key Findings

• Over half of all parents with dependant children
  under the age of 18 are concerned about TV
  advertising of unhealthy foods to children. This
  concerns is equally expressed by different groups
  of parents.
• Over 4 in 5 parents believe that TV advertising
  influences food choice in children. Again the
  belief is equally expressed by all parent groups.
• Over 2 in 5 claim to be aware that the BAI are
  considering restricting the advertising of
  unhealthy food to children via Irish television
  channels.
• Over half of all parents support a ban on
  advertising unhealthy foods to children before
  9pm with a further 1 in 5 supporting an all out
  ban. 3 in 4 parents support some form of ban
  regarding this form of advertising.